Dale Lovell

Native Advertising (eBook, ePUB)

The Essential Guide

• Format: ePub

Produktbeschreibung

Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies.

This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. Native Advertising explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent.

Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 248
• Erscheinungstermin: 3. Oktober 2017
• Englisch
• ISBN-13: 9780749481179
• Artikelnr.: 49271660

Autorenporträt

Dale Lovell's career at the forefront of digital advertising spans editorial, publishing, marketing and advertising technology. He is Chief Digital Officer at ADYOULIKE and a member of the Internet Advertising Bureau (IAB) Native and Content Council, UK. In 2015 Dale Lovell was named one of the British Interactive Media Association's Hot 100.

Inhaltsangabe

Chapter
01: Introduction; Chapter
02: How Did We Get Here?; Chapter
03: Why Native Advertising Really Matters: It's Not Another Buzzword; Chapter
04: Who Can Benefit From Native Advertising?; Chapter
05: Getting Started With Native Advertising
What You Need to Know; Chapter
06: The Different Types of Native Advertising
Which is Right for You?; Chapter
07: Creating Native Advertising
What You Need to Know; Chapter
08: Is It Working?; Chapter
09: Questions to Ask about Native Advertising; Chapter
10: The Future